descriptive mark

descriptive mark
A trademark which merely describes the goods to which it is affixed. A descriptive mark will only be protected or registrable if the user can demonstrate secondary meaning.
See also secondary meaning.
If trademark imparts information directly, it is "descriptive"; if it stands for an idea which requires some operation of the imagination connected with the goods, it is "suggestive"; the information imparted may concern a characteristic, quality or ingredient of the product. Union Carbide Corp. v. Ever-Ready, Inc., C.A.I11., 531 F.2d 366, 378

Black's law dictionary. . 1990.

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